Anyone who knows me knows I’m no stranger to tackling difficult conversations, especially when they lead to fresh ideas and solutions. It’s what I love most: stepping into the unknown, asking tough questions, and challenging the status quo. So, when I see peers expressing fear or defeat about AI’s impact on our industry, I can’t help but ask, “How can we use this to our advantage?”
This unease around innovation isn’t new. Throughout history—from the Industrial Revolution to the rise of the internet—each wave of change has brought similar fears. Reports from groups like Boston Consulting suggest that while jobs may shift, they won’t disappear; they’ll simply require adaptation. This aligns with Darwin’s idea that those who thrive are the ones who adapt, not necessarily the strongest. In today’s world, adaptability means understanding how to use AI as a tool to enrich human-driven storytelling.
At the core of this evolution, creativity remains irreplaceable. While AI may soon handle technical tasks like editing, scoring, and graphics, it can’t replicate the essential human skill of crafting an authentic narrative. As a trained visual storyteller, I’ve spent my career uncovering the truth behind a brand’s story, understanding what makes it resonate, and capturing that essence with authenticity. My skill set allows me to see both the forest and the trees: I understand each technical aspect of production and know how to seamlessly bring them together.
A Collaborative Approach to Storytelling
Micha working with Academy Award winning VFX School, Academy of Art, SF
In my work with clients, my role often goes beyond creating content; it’s about interpreting their vision. I work collaboratively, helping them articulate the “why” and the “what” behind their service in a way that truly resonates. Recently, for instance, I helped a successful client refine how to describe their product—a challenge they’d struggled with despite their achievements. This process involves more than production; it’s about authentic storytelling, understanding the heart of a brand, and orchestrating a compelling narrative.
Case Study: The Mountain Home Inn
The owner of this boutique international hotel chain approached me to create a short promotional piece for their inn, highlighting its history and the natural beauty that attracts visitors worldwide. During our discussions, I was given minimal direction and entrusted to use creative storytelling to achieve their goals. I decided to craft a narrative inspired by one of the inn’s most famous guests: the renowned writer and explorer Jack London.
Shooting writing scene from Jack London Promo
To capture his voice, I input data into an AI algorithm, asking it to generate a script as if Jack London had written it. Researching his novels and synthesizing them into a workable 60-second narrative would have taken hours, but the algorithm distilled my verbiage and messaging into a script in his style. Of course, modifications were needed to describe the visuals I’d shot and to integrate the character’s perspective through each scene. I also added a unique structural element—a journal entry format—which gave the piece cohesion.
I blended the inn’s appeal, location, and history into a 60-second narrative, leaning into the dramatic landscape that surrounds it—one of its greatest draws—and told the story through the lens of a legendary local author.
The Result
The final piece was praised by the client and end users alike. It is now featured on their homepage as a signature marketing piece and earned me a trip to Scotland to produce a promotional video for another of the client’s historic properties. Here is the result:
The Future of Storytelling with AI
Imagine a future where you type a text prompt, and AI instantly generates content. You don’t have to imagine—we’re already there. But even in this future, someone must guide the process: a “Director of Content Creation” who has the strategic insight to harness AI’s capabilities while preserving the human connection. This role requires someone who can see the big picture and merge it with emerging technology to create content that resonates authentically.
In short, while specialized roles in production may shift, the storytellers best positioned in the industry will lead with strategy, innovation, and a commitment to authenticity. AI may change how we work, but it won’t replace the creative visionaries who bring technology and storytelling together. These creatives will help brands connect meaningfully with their audiences, even in a tech-driven landscape.
As we step into this new era, seek out those storytellers—those who bring not only technical expertise but also the ability to craft authentic narratives. They are the ones who will ensure your content resonates deeply, reaching people where they are.